The journalists’ exodus: Navigating the transition from Twitter to Mastodon and other alternative platforms

Abstract

This study examines how journalists are grappling with platform migration following Elon Musk’s acquisition of Twitterin October 2022. Using a mixed-method approach that combines computational analysis of the activities of 861 journalists on Twitter and Mastodon with qualitative interviews of 11 active journalists, this study aims to (1) examine the extent to which journalists have exhibited different forms of Twitter disengagement post-acquisition; (2) identify the motivating and discouraging factors influencing their move, guided by the push-pull-mooring model; and (3) explore how journalists managed their online presence across platforms. The results indicated minimal Twitter non-use following Musk’s takeover, and full migration was not observed within a 6-month post-acquisition period. Factors such as the flood of fake news and the loss of the blue-tick verification served as push factors, while the appeal of Mastodon’s enhanced user control and stronger community values acted as pull factors. However, the practical reliance on Twitter’s functionalities, audience base, and professional obligations made total abandonment challenging.

Keywords

Digital exodus Mastodon platform migration push-pull-mooring technology discontinuance

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